Project Overview
Justin contracted me to create a visual identity for his private practice, capturing his personality and the growth he hopes to see in his clients. He specializes in Emotionally Focused Therapy (EFT) for couples and trains other counselors as well.
After sketching, conceptualizing, and collaborating, we landed on a concept that we both agreed hit all the right notes.
I built out a visual system that he could use in multiple formats, created a style guide to direct him, and am currently working on the layout and structure of his future website while he is still writing out his content in the midst of running a full time practice and training other professionals.
Client and Location
Justin Smyly, LMFT in Michigan
My Role
Ideation, Brand Strategy, Visual Identity, Style Guide Creation, Website Strategy and Implementation, Animation
Project Duration
Brand Proposal and Concepts to Deliverables: 1 month
Website Proposal to Implementation: 3 months+
The Initial Sketches
Themes and Ideas
In the initial meeting with Justin, we discussed what he wanted his brand to say about his counseling practice. He wanted the visual identity to both fit into the industry but also reflect his unique personality. We explored themes of rebirth, connection, growth, healing, and building.
As we began sketching, we created different monograms, intertwining plants, broken apart pieces forming a bigger whole picture or symbol, and many more ideas to fit with the themes
Initial meeting notes & ideation sketches
What Rose to the top After multiple rounds
The Brand mark
Several of the explored options revolved around “S” shapes, but this one captured what we wanted for Smyly Therapy. The leaf shape and stem that make the majority of the “S” signify growth, but the emerge from three wavy lines that represent furrows—like a farmer plowing in a field. So not only is healthy growth shown, but also the hard work and turmoil of bringing about that growth. Visually, the flow of the furrows and the leaf shape create a harmonious and iconic brand mark that can represent the counseling practice even without the rest of the logo.
The Word Mark
We chose a typeface with a bit of quirkiness to it, though it still has to reside within a therapy/counseling industry. Certain visual expectations still have to be met, but the unique letterforms speak to Justin’s personality as a counselor and therapist. Paired with the bright, bold color palette, they communicate a vibrant, life-giving spirit, which fits who Justin is to perfection.
Creating for Adaptation
In order to allow for flexibility of use and future expansion, we created multiple layouts of the logo, in multiple color combinations, reversed renditions, and single color options. We also expanded the main color palette to include a different green and a different blue that Justin could utilize with his plans for conferences and training retreats in the future.
For the full logo, we created 4 primary layout variations, each with reversed versions:
A horizontal orientation with stacked wordmark
A horizontal orientation on one line
A stacked orientation with one line wordmark
A fully stacked orientation
Creating for Fun as well
In the design process, we also wanted an element of fun in the final deliverables. So we created badge versions of the logo, using the fully stacked layout. And then we created more. And then we created versions with just the brand mark to stand on its own.
Truthfully, it’s probably more than the situation called for, but it proved to be exceedingly fun. Plus, it brought an extra measure of joy to Justin when he received all of the formats ready for use.
One Guide to Rule them all
In order to set Smyly Therapy up well with their new visual identity, we built a style guide laying out proper clear spaces, color palette specifics, pattern usage, and more.
We included Smyly Therapy’s core values and general guidelines for other designers/developers to understand how to best utilize the visual identity in various situations.
And to round it all off, we created a short video animation that Justin could use for presentations and future videos.
Now we’re applying the brand guidelines as we build out a website for Justin and his practice. Once that is complete, we’ll add some details here. This project has been a fantastic chance to fully collaborate with a client and work our way collectively toward a strong solution.